As the world's most premium streaming platform enters a new era of entertainment, Netflix Inc. launched Netflix Games to expand its offering to subscribers and usher in a new way to play games through the brand.
My role as the Product-Brand Designer was establishing a visual design language that creates awareness and anticipation among members excited to try games on Netflix.
With the world's most premium streaming platform entering a new era of entertainment, Netflix Inc. believed it could expand its offering to subscribers by jumping into the gaming industry.
As a Product-Brand Designer, my role included establishing a visual language that brought awareness & anticipation to the service through design and delightful product experience.
Netflix Game Branding + Product Design
Business: Netflix Inc. | Project Type: Product Design, Brand Design
Netflix Game Branding + Product Design
Business: Netflix Inc. | Project Type: Product Design, Brand Design
With Netflix's new venture into the gaming category, the Product Brand team was tasked with designing a visual identity that would set the tone for the new offering while staying true to the current brand system in place.
With Netflix's new venture into the gaming category, the Product Brand team was tasked with designing a visual identity that would set the tone for the new offering while staying true to the current brand system in place.
Expand The Identity While Remaining True To The Brand
Focus: Brand Architecture & Strategy
Expand The Identity While Remaining True To The Brand
Focus: Brand Architecture & Strategy
The overall design strategy for the Netflix Game visual identity was to leverage key assets from the brand toolkit to establish familiarity with current subscribers but tweak areas that could appeal to a more gamer-centric audience.
Our intention centered around creating a space on-service that would encourage the current subscriber to simply "try" games rather than go full throttle with designs that are reminiscent of "gamer culture" today.
The overall design strategy for the Netflix Game visual identity was to leverage key assets from the brand toolkit to establish familiarity with current subscribers but tweak areas that could appeal to a more gamer-centric audience.
Our intention centered around creating a space on-service that would encourage the current subscriber to simply "try" games rather than go full throttle with designs that are reminiscent of "gamer culture" today.
Designing For A New Mental Model: Games vs. Film & TV
Challenge: Leveraging Brand Equity & Balancing Innovation
Designing For A New Mental Model: Games vs. Film & TV
Challenge: Leveraging Brand Equity & Balancing Innovation
With gaming having a separate mental model from film and TV, the creative approaches taken for games must be immediately recognizable to the subscribers. By leveraging the Netflix "N" crossbar as opposed to the leg, we designed a parallel introductory graphic that signaled when a member was about to play a game vs. a movie.
With gaming having a separate mental model from film and TV, the creative approaches taken for games must be immediately recognizable to the subscribers. By leveraging the Netflix "N" crossbar as opposed to the leg, we designed a parallel introductory graphic that signaled when a member was about to play a game vs. a movie.
Film & TV Motion Identity
During the concept phase, we considered subtle ways to introduce gaming content that would be distinct yet harmonious with current brand principles.
During the concept phase, we considered subtle ways to introduce gaming content that would be distinct yet harmonious with current brand principles.
Games-Specific Motion Identity
We discovered that by using an electric color palette & revealing the streams via the crossbar of the "N," we could create a unique intro for games.
We discovered that by using an electric color palette & revealing the streams via the crossbar of the "N," we could create a unique intro for games.
Product Design
Applying the new visual language across the Netflix product increased the awareness of Netflix Games, allowing for more downloads and faster recognition of the service. Canvases affected were educational modals, box art, and display pages for game titles.
Applying the new visual language across the Netflix product increased the awareness of Netflix Games, allowing for more downloads and faster recognition of the service. Canvases affected were educational modals, box art, and display pages for game titles.
Netflix Games Second Screen Controller Device
Focus: Brand & Motion Design
Netflix Games Second Screen Controller Device
Focus: Brand & Motion Design
In collaboration with Sr. Product Prototyper James May, Principal Designer Navin Iyengar, and Principal Motion Designer Alan Torres, we're able to craft a TVUI experience for Games that connects subscribers' mobile devices to their home screens using delightful Audio Visual and UI transition.
In collaboration with Sr. Product Prototyper James May, Principal Designer Navin Iyengar, and Principal Motion Designer Alan Torres, we're able to craft a TVUI experience for Games that connects subscribers' mobile devices to their home screens using delightful Audio Visual and UI transition.
Meet The Creative Team:
Meet The Creative Team:
My Role:
Product + Brand Designer
My Role:
Product + Brand Designer
Yohko Kelly & Dave Schlafman
Design Director
Yohko Kelly & Dave Schlafman
Design Director
James May
Sr. Product Designer + Prototyper
James May
Sr. Product Designer + Prototyper
Rae Marshall
Design Manager
Rae Marshall
Design Manager
Navin Iyengar
Principal Product Designer
Navin Iyengar
Principal Product Designer
Blake Gentry
Principal Product Designer
Blake Gentry
Principal Product Designer
Meg Long
Sr. Content Designer
Meg Long
Sr. Content Designer